Shopping nostalgia: The opportunity for a retail renaissance

The Christmas season is upon us again and with it comes the annual festive feeling full of nostalgic vibes. But even outside the winter season, nostalgia proves to be an eager shopping emotion. You may recognise it as a (design) trend in many product lines or as the theme of new, hip shopping experiences. And it has been making a steady march on the high street for some time now: from small towns in the Netherlands to global cities like New York, Tokyo and London. Where did this phenomenon come from and, more importantly, what can you do with it?